Many of the phrases have negative connotations, especially those with the word "sell" or "promote" in them. "Marketing" is considered better, even though many people (ab)use it to mean the same as sales or promotion.

One positive contemporary catch-phrase is to build (or establish) a personal brand.

This is going to be a culturally sensitive area. To "sell/market/promote your image" has a slightly different meaning (to me) than to "sell/market/promote your abilities or capabilities". The former would be more for celebrities ("famous for being famous", just turning up the spotlight on themselves), while the latter would be more of what you can do for a customer or client.